Define the communication job
A confirmation question, delivery update and promotional offer serve different purposes. Write the task before choosing the message. Do not send a generic sales sequence when the customer is asking about an existing order.
Keep the current order state available. A customer who has already received or cancelled an order should not continue receiving a contradictory reminder.
Build the workflow
- Confirm eligibility and the appropriate communication context.
- Read the accurate order details and status.
- Send a concise message that answers the current task.
- Route uncertainty or unsupported requests to a suitable human owner.
- Stop or adapt the sequence when the order changes or the customer opts out.
Check the current rules for the chosen WhatsApp integration and message type. Avoid treating a technical connection as blanket permission to contact everyone.
Message map
| Customer task | Useful message content |
|---|---|
| Verify an order | Accurate product, amount and relevant conditions. |
| Understand delivery | Verified status and realistic expectations. |
| Resolve an exception | Clear explanation of the verification or human process. |
| Stop communication | Respectful handling under the applicable process. |
Worked example: an address change
Illustrative example: a customer asks to change an address after dispatch. The workflow should verify whether the operational change is possible. An automated “done” response unsupported by the courier record can create a false promise.
The human resolution should update the source record so future messages reflect the decision. Communication and operations need one coherent state.
Measure customer resolution
Track valid confirmations, resolved questions, repeated contacts and delivery outcomes. Message volume and fast replies can look efficient even when the answer is wrong. The business goal is accurate progression with manageable customer effort.
Does official API use guarantee no suspension or delivery issue?
No. Platform rules, account behavior, consent and operational factors still matter. Avoid promising universal protection.
Should every order receive the same follow-up?
Use the actual state and task. A cancelled order, pending confirmation and delivery exception need different handling.
Put this into practice
Audit one follow-up path from event to message to operational update. Verify that the customer receives an accurate answer and that exceptions have a real owner.
Primary-source reading for platform details: WhatsApp Business: messaging policy.
Related foundation: Meta Ads for e-commerce in Morocco: measure delivered orders. How these guides are prepared.
Ayoub Mouhachtt
Growth & performance marketing. Explore the portfolio and working background.
Related portfolio work: Etsy & Shopify. The worked examples in this guide are illustrative and are separate from the portfolio’s project evidence.